Multicultural Media: Syfy for NBC Universal/Syfy, Face Off Season Two

Syfy launched “Face Off
Season Two,” a reality series where the best in special-effects makeup artistry compete for a $100,000 prize. Syfy wanted to grow the show’s audience and noted that Hispanic
viewership was rising organically through season one. So the network decided to communicate directly with Hispanic Americans. Through TV, digital and mobile, Hispanics were targeted with reality-based
TV shows, pre-roll ads and custom promotions. As a result, season two of Face Off more than doubled its Hispanic audience.